Structured data helps machines understand your pages. It is not a ranking shortcut, but it is increasingly how AI assistants decide what your business is.
Worth implementing
These types apply to most service businesses.
- Organization on the homepage, with logo, social profiles, and contact detail.
- LocalBusiness on location pages, with address, hours, and geo data.
- Service on each service page, with area served and provider.
- BreadcrumbList on deep pages.
- Article on blog posts.
Implementation notes
Mark up only what is visible on the page. Invented ratings or fabricated offers are a manual action risk, and the short-term gain is never worth it.
Only mark up what's true and visible
Structured data should describe content that actually appears on the page. Marking up hidden or false information risks penalties and loses trust with search engines and AI tools.
A sensible starting set
For most service businesses:
- LocalBusiness or a relevant subtype on your homepage.
- Service on each service page.
- FAQPage where you genuinely answer questions.
- Review markup only where permitted.
The takeaway
Add Organization, LocalBusiness, Service, and Article markup that reflects what the page actually says.